Pernod Ricard aims to 'disrupt' the industry as enters the metaverse

Pernod Ricard (RI.PA) is officially in the metaverse with Absolut’s Coachella activation, allowing "real life to meet virtual life."

For the first time ever, the second largest spirits & wine maker Pernod Ricard, unveiled an experience in the metaverse dubbed Absolut.Land with its brand Absolut Vodka.

North America CEO Ann Mukherjee told Yahoo Finance the global company partnered with Decentraland over other potential partners in the space, including Meta's Horizon Worlds (FB) and Roblox (RBLX). Mukherjee said it was important to partner with a platform that "really matched our values of what we call conviviality, bringing people together and safe ways."

On Decentraland, Pernod Ricard is set to recreate Coachella with the option for players to be a virtual bartender, where they can gift people a cocktail. On top of that, Absolut is set to launch NFT Wearables and provide players with a first-listen to Swedish House Mafia's new album.


Mukherjee called it "one of a kind experience."

COURTESY: Pernod Ricard
COURTESY: Pernod Ricard

"We're excited about this because this is the first ever platform where we can actually allow real life to meet virtual life," said Mukherjee. "We are literally recreating the Coachella experience in Absolut.Land."

Mukherjee said people who are physically at Coachella can enter the Metaverse and recreate the actual experience one would have at Coachella.

"We're bringing fashion and music and cocktail making, even to the point if you're in Absolut.Land, we have a vending machine where you can actually order the cocktail to be delivered to your home," Mukherjee said.

As other consumer-facing brands join the metaverse like Wendy's (WEN) and Chipotle (CMG), Mukherjee stressed that "consumers want you to go where they are" and the need to "wire your entire business" based upon that demand.

She says the Coachella metaverse touches "everything from IP to supply chain."

"I hate to date myself, but think way back to websites and the internet, we didn't know what we were doing then," she continues, "this [the metaverse] is the next evolution of how consumers want to live ...this is our real intent of learning as we go and we're very excited about it."

Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email her at

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